Case Study: BankFirst achieves 910% spend lift and 550% transaction growth with Saylent

A Community-Focused Bank Deploys Innovative Technology to Engage Customers

BankFirst Financial Services, a community-focused bank founded in 1888 with roughly $1 billion in assets, faced a common industry challenge: how to engage underperforming cardholders and drive more profitable purchasing behavior without lengthy, resource-intensive analytics. Seeking a faster, more confident approach, BankFirst partnered with Saylent to automate customer identification, segmentation and campaign benchmarking.

Using Saylent’s automated platform and a two-tiered gift-card incentive, BankFirst launched targeted campaigns across all 17 branches in days, not months. The results were dramatic: average monthly spend for campaign qualifiers jumped from $121 to $1,123 (+910%) and sustained large gains over three months (+645%), while transactions rose from 4 to 26 (+550%) with a 424% sustained increase; the program hit breakeven in just over two months and produced sustained group-level lifts in spending (+82%) and transaction volume (+51%).

BankFirst

Leon Manning

First Vice President – Director of Marketing and Training